OUAI: The new product we can’t stop talking about

What works here is the insider tone — “the new product we cannot stop talking about” makes the reader feel like they are getting early access rather than a standard launch email. OUAI pairs a clean product hero with a minimal layout that trusts one image and one CTA to do the heavy lifting. A reminder that restraint in email design often outperforms information overload.

Disclaimer: OUAI own the rights to all content, images and design of this email. The above email has been featured on Email Love because I (Andy King) think it is a great reference to beauty and beauty email design. So things don’t get messy on the email author’s end: I’ve stripped out all the email tracking pixels, campaign links and hosting all the images myself. Read more Email Love legal information.

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